“Peace has been the number one paid app in the US App Store for about 36 hours. It’s a massive achievement that should be the highlight of my professional career,” he wrote.

“Achieving this much success with Peace just doesn’t feel good, which I didn’t anticipate, but probably should have.

“Ad blockers come with an important asterisk: while they do benefit a ton of people in major ways, they also hurt some, including many who don’t deserve the hit.”

Arment’s change of tune caught many off-guard. (He isn’t keeping the money he made from the wildly popular app – after some to-ing and fro-ing, Apple has agreed to refund customers that downloaded it).